The glittering world of fashion sometimes overshadows the grit and innovation that drives it. It's easy to get lost in the excitement and runway lights, forgetting the transformative work that occurs behind the scenes. Today, with the climate crisis looming large, the industry stands at a crossroads. Consumers are wiser, and sustainability isn’t just a trendy tag; it's become the lifeblood of a successful fashion business. For Joni Pangsaeng, sustainability isn’t just a buzzword; it is the epicenter of her design philosophy.

As the Senior Design and Merchandising Director of Accessories at Reformation, Joni has been at the forefront of this eco-conscious shift, not just championing the cause but also ensuring it not just fits in with what’s in style but also innovates and starts trends. When she took the reins in 2021 to relaunch Reformation's footwear program, it wasn't merely about aesthetics or market trends. Her team didn’t just redraw the blueprint; they rethought the very fabric of shoe design.

“Prior to the launch of Reformation's shoe program, the sustainable shoe market was predominantly a sneaker-dominated space with very little innovation in the dress shoe category (i.e., heels, boots & flats),” Joni explains. By reducing virgin plastics by 75% and pioneering recyclable and deadstock materials, Joni paved a fresh path in the once-overlooked domain of sustainable dress shoes.

Each stride she took was in sync with Reformation's core ethos. “I oversaw all aspects of the product design from concept phase to execution, ensuring the product was trend right, covetable, and reflected the core tenants of Reformation's values from both a creative and sustainability standpoint,” Joni shares. Few brands have successfully married sustainability with design appeal, which explains why Reformation’s sustainability proposition and exceptional design set it apart from other shoe brands.

Joni’s distinct taste, a flirtatious blend of vintage undertones, soon became a Reformation signature. Her iconic designs, including the Nylah Boot, Remy Boot, Agathea Loafer, and Bethany Ballet Flat, have all become identifiable and highly coveted, a testament to her prowess. The collection has achieved organic celebrity adoption, worn by the likes of Taylor Swift, Selena Gomez, Hailey Bieber, Gigi Hadid, Emily Ratajkowski, and Hayley Williams.

Beyond product launches, Joni has also contributed to Reformation’s collaborations with prominent lifestyle brands. 

Take her partnership with New Balance, for example. “Through this collaboration, we were able to share our knowledge of sustainable design and development with a key industry player in the athleisure market and create a unique sneaker that furthered the company's mission to bring sustainability to everyone,” she reflects.

Most recently, Joni was involved in the Veja x Reformation collaboration, which launched last week on October 5th. A like-minded eco sneaker brand, Veja and Reformation created hiking-inspired, ultra-sustainable sneakers that combine Veja’s bio-based materials with Reformation’s vintage-inspired style. The collab thus far has been a huge commercial success and demonstrates the potential for the fashion industry to prioritize environmentally friendly and transparent practices.

The debut of Reformation’s handbags earlier this year was another of Joni’s notable milestones. Perfectly aligned with the current “quiet luxury” trend, this collection was able to secure top-tier talent for the launch and saw Camila Morrone as the face of the campaign. “I’ve continued to evolve and remain fluid throughout my career, most recently learning the ins and outs of footwear and handbag design,” Joni explains how she’s been as successful in the fashion industry.

For Joni Pangsaeng, the future holds boundless possibilities, particularly in sustainable accessories. “Fashion is the third most polluting industry in the world, so it has immense power to reshape industries,” she points out. “I’d like to continue to expand my design knowledge base, learn new skills, and continue to amplify the message that sustainable accessories are possible, profitable, and scalable.”